SACRAMENTO, CA - There are not enough hours in the day to elevate and celebrate the marketers, innovators, and visionaries that keep the front lines of our industry strong and competitive. Here at AndNowUKnow, it is part of our mission to create space and time to honor such individuals and companies for all that they do to keep fresh produce on the leading edge while deepening the connections and relationships that make our industry thrive and progress. Creating the Besties Awards was our way of honoring those friends and companies and sharing their leadership with the greater industry at large.

As my team and I gathered for countless hours debating and reflecting on the path we had laid before us, one thing was clear: The inaugural Besties Lifetime Achievement Award should go to an industry catalyst, and our friend, Nichole Towell, Senior Director of Marketing and Packaging Procurement, for Duda Farm Fresh Foods.

We were able to personally share the moment with Nichole in Monterey, California, this past July.

“I am incredibly pleased and honored to receive the inaugural Lifetime Achievement, Besties Award. Our industry is filled with talented people, so to receive this award is humbling. I have always enjoyed pushing the marketing and publicity envelope with the entire ANUK team,” Nichole expressed. “Our first field video shoot included a helicopter in Belle Glade, Florida—it was before drones were used—and we flew with Robert Lambert tied in but hanging out, with the doors taken off and the camera in his hands. From there to shooting in 3-D and using Oculus to show and give buyers the true infield growing experience, I am thankful for all the moments and learning experiences we have enjoyed with ANUK.”

Our team has worked closely with Nichole since the early days of AndNowUKnow, conceptualizing, innovating, and executing ideas and projects that made us better as a company, and crystallized in our minds the kind of marketer, human, and advocate that we wanted to go to bat for every day. It is not just Nichole's amazing intellect, creative drive, and deep dedication to this industry that make her such a powerful mentor and advocate for fresh produce, it is her heart and passion and how her presence gives others license to strive for success.

We thank you, Nichole, for believing in us and allowing our team the amazing opportunity to be part of your marketing vision and inspiration! It is not every day you get to thank your heroes, and we have endless gratitude for the trailblazer and beacon, Nichole Towell.

Duda Farm Fresh Foods